Senior Director - AI Visibility & Digital Experience Marketing

Why Join GEICO?

At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities.

Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide.

Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers.

GEICO

Senior Director, AI Shopping & Digital Marketing

Confidential Job Description Draft

Location: New York, NY; Bethesda, MD; or Chicago, IL (Hybrid — 3 days per week in office)

Reports To: VP, Growth & Channel Marketing

Function: Performance Marketing

Partners Closely With: Product Marketing, UX, Engineering/Tech, Creative, Data Science, Performance Media (Paid Search, Paid Social, Affiliates), Compliance

About the Role

GEICO.com is where interest turns into a quote, a policy, and a customer — and the path to it is being rewritten. Consumers increasingly start researching insurance in AI assistants and AI-generated answers as well as traditional search results, and the brands those experiences surface, cite, and recommend will win customers who never click a paid ad. Earning that discovery, and then carrying it through to the start of a quote on our own site, is one of the most durable and cost-efficient ways GEICO can grow across a multi-product portfolio.

As Senior Director, AI Shopping & Digital Marketing, you will own two connected mandates. The first is GEICO's visibility across organic and AI-driven discovery — SEO, answer engine optimization (AEO), and generative engine optimization (GEO) — so that GEICO is found, cited, and trusted wherever customers look for answers. The second is the ad to application view: how customers arrive from organic, paid, and partner channels, what they find when they land, and how well that experience carries them to the start of a quote, across auto, home, commercial, and specialty lines of business. The goal is to connect marketing channels to the on-site experience so that marketing spend turns into policies more efficiently, improving spend-to-TI economics. You will lead a hybrid organization of in-house practitioners and agency partners, set the testing, measurement, and content agenda, and sit on the Growth & Channel Marketing leadership team as the voice of organic discovery and pre-application performance with senior and executive leaders.

This role is for someone who can move between altitudes in the same afternoon — inspecting a technical audit or a channel-to-site performance report in the morning, then translating what it means for the business to senior leadership. This category is new enough that there is no established playbook: the team structure, the way we measure visibility in AI answers, the pre-application testing agenda, and the partnership model with product marketing, UX, engineering, data science, and compliance are all yours to shape.

How We Work

The Marketing organization at GEICO is guided by a clear set of principles: we hire the best at every level and invest in developing them. We believe that strategy comes before action — if we don't know why we're doing something, we don't do it. We bring the same care and accountability to how we spend resources as we would if it were our own business. And when there are challenges, we face them directly and collectively. Leaders in this organization are expected to bring that same mindset to their teams.

Key Responsibilities

Strategy & Leadership

·         Set the multi-year strategy and roadmap for organic discovery and pre-application experience across GEICO's multi-product portfolio, aligned to acquisition, efficiency, LTV, and spend-to-TI economics objectives

·         Lead a hybrid organization of in-house SEO, content, and on-site experience practitioners and agency partners — including the leaders who manage them

·         Build, develop, and mentor an agile, collaborative team that blends technical, editorial, analytical, and experience-design skills

·         Establish GEICO's point of view on how AI-driven discovery changes the way customers research and buy insurance, and turn it into a clear plan and investment case for senior leadership

·         Serve as a digital pioneer by recommending new strategies and tactics and optimizing vendor and technology relationships to increase performance and workflow efficiency

AI Visibility & Organic Discovery (SEO, AEO, GEO)

·         Own the SEO program end to end — technical foundations, site architecture, content, and authority — and drive growth in qualified organic traffic and quote starts

·         Build and scale AEO and GEO capabilities so that GEICO is accurately represented, cited, and recommended in AI-generated answers, AI assistants, and AI-enhanced search results

·         Define how GEICO measures AI visibility — including citation and share of voice in AI answers, AI referral traffic, and downstream quote starts — and set targets against it

·         Lead the content strategy that supports discovery across products and customer questions, including structured data and markup, in partnership with brand, creative, and compliance

·         Track changes in search engine and AI platform algorithms, features, and policies, and adjust the roadmap quickly as the landscape shifts

Experience & Channel-to-Site Alignment

·         Lead the review of pre-application experience on GEICO.com for Marketing — how customers arrive, what they find, and how they get to the start of a quote — as a driver of both discoverability and marketing efficiency

·         Build and maintain a working model of traffic composition by marketing channel (organic, paid search, paid social, affiliate) and how each channel's traffic behaves on-site

·         Translate channel-level spend and traffic characteristics into expected on-site performance benchmarks by source, and surface where upstream channel quality and on-site metrics tell different stories

·         Distinguish between experience issues, traffic quality issues, and execution issues, and propose entry experience and landing page changes tied to how different traffic sources actually behave

·         Analyze landing page and entry performance by traffic source and campaign, and partner with creative and engineering to test and refine concepts, turning findings into clear briefs and iteration recommendations

·         Ensure the site is built to be found and understood by both search engines and AI agents — crawlable, fast, and well structured

·         Work closely with the teams that own the quote and application experience so that pre-application improvements connect cleanly to what happens inside the funnel, with clear ownership on each side

Optimization, Testing & Measurement

·         Partner with Product and Engineering to design, scope, and prioritize experiments aimed at improving funnel and conversion performance, in partnership with the teams that own the quote and application experience

·         Build a culture of high-velocity testing (A/B and multivariate) and diligent measurement that improves efficiency and efficacy and generates scalable results

·         Maintain visibility across all active pre-application experiments — tracked, monitored, and read out consistently

·         Craft the learning agenda and implement the measurement plan, including detailed analysis of organic contribution, channel-to-site performance, cost per quote start, CAC, LTV, incrementality, and spend-to-TI economics

·         Build dashboards (Power BI or similar) giving the organization visibility into organic discovery, AI visibility, and channel-to-site health

·         Oversee program investment, including content, tools, agency partners, and testing, and forecast organic traffic and quote start outcomes against it

Cross-Functional Partnership

·         Partner closely with data science and analytics to build first-party data and attribution that connect organic discovery, AI-driven discovery, and on-site experience to quotes, policies, and LTV

·         Partner with product marketing, UX, design, and engineering/IT teams on the pre-application roadmap, release process, and technical requirements

·         Collaborate with brand, creative, content, and legal/compliance teams to keep site and organic content on-brand, accurate, and compliant in a regulated category

·         Coordinate with paid search, paid social, affiliate, and programmatic leaders to share traffic, query, and landing page insights so channel spend and on-site experience work together

·         Represent AI visibility and pre-application performance with senior and executive leadership — presenting performance reads, points of view, and strategic recommendations

You May Be a Good Fit If You

·         Have led an SEO or organic growth function and extended it into AI-driven discovery — AEO, GEO, or the early work of understanding how brands show up in AI answers — and can show what moved the number

·         Understand the connection between channel-level media metrics and on-site behavior well enough to diagnose where they diverge and why, and can point to measurable improvement in cost per quote start or marketing efficiency

·         Have built and led a team of leaders, not just practitioners, and can point to people you've developed into larger roles

·         Have worked inside a business where acquiring and retaining customers is the core model, and you think in CAC, LTV, and incrementality rather than rankings and traffic alone

·         Can inspect a technical audit or a channel-to-site analysis in detail, then step back and explain to an executive what it means for the business and what you recommend

·         Have run a test-and-learn program at scale and can show how its results changed what the team built or prioritized

·         Are comfortable operating without a playbook — you can form a point of view from incomplete data in an emerging space and revise it as the landscape changes

·         Know when to escalate, take feedback without losing your point of view, and hold yourself and your team accountable for the number

·         Make the complex simple — through workshops, brainstorms, or plain-language readouts, you help partners act on what you've learned

·         Use AI tools — Claude, Copilot, and AI-powered analysis and content tools — to work faster and make better prioritization decisions, and you help your team do the same

·         Want to be inside the work at an iconic brand with real scale, where your decisions show up in the business results

Ideal Experience

·         Experience: 15+ years in digital marketing, including significant time leading SEO, organic growth, or on-site experience and channel analytics teams on a large, transactional website

·         Service company context: Background in a conversion-driven service business — financial services, insurance, SaaS, or banking — where the company's success depends on acquiring and retaining customers. Experience in CPG or physical product marketing is not a substitute for this context.

·         People leadership: Experience leading leaders and managing a hybrid model of in-house teams and agency partners

·         Organic search expertise: Deep technical and strategic SEO knowledge — site architecture, crawlability and indexation, structured data, content strategy, and authority building — and a clear working view of how AI-driven search and answer engines select and cite sources

·         Channel-to-site analytics: Experience analyzing marketing channel and traffic data (paid media, organic, affiliate) and connecting it to on-site behavior, landing page performance, and spend efficiency on a high-traffic transactional site; fluency with experimentation platforms, page performance, accessibility, and mobile-first design

·         Data & technology: Well-versed in SEO and content platforms, web analytics, tag management, experimentation tools, BI tools (Power BI or similar), and content management systems; strong understanding of the data privacy landscape

·         Measurement: Experience attributing and forecasting the impact of organic and on-site investments, using models such as MMM and incrementality testing, and a willingness to define new KPIs for AI visibility where industry standards don't yet exist

·         Executive communication: Demonstrated ability to present to senior leadership, manage up on performance reads, develop and position POVs, and incorporate feedback to sharpen strategy

·         AI fluency: Hands-on comfort with AI tools (e.g., Claude, Copilot) and a deep understanding of how generative AI is changing search behavior, content discovery, and site experiences, with a view on how it should change the way an organic and on-site team operates

·         Operating range: Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while leading the improvement of emerging cross-functional processes

Strong Candidates May Also Have

·         Experience in insurance, financial services, or another high-consideration consumer category where the path from ad click to completed application is long and complex

·         Experience managing the site and content for a multi-product or multi-line portfolio with competing acquisition goals

·         A track record of leading site migrations, replatforming, or major redesigns while protecting organic performance

·         Experience building first-party data and attribution capabilities in partnership with data science

·         Experience establishing measurement for emerging channels where industry standards don't yet exist

·         Experience leading an in-housing effort or restructuring an agency model

The GEICO Pledge

Great Company: At GEICO, we help our customers through life's twists and turns. Our mission is to protect people when they need it most and we're constantly evolving to stay ahead of their needs. We're an iconic brand that thrives on innovation, exceeding our customers' expectations and enabling our collective success. From day one, you'll take on exciting challenges that help you grow and collaborate with dynamic teams who want to make a positive impact on people's lives.

Great Careers: We offer a career where you can learn, grow, and thrive through personalized development programs, created with your career — and your potential — in mind. You'll have access to industry leading training, certification, career mentorship and coaching with supportive leaders at all levels.

Great Culture: We foster an inclusive culture of shared success, rooted in integrity, a bias for action, and a winning mindset. Grounded by our core values, we have an established culture of caring, inclusion, and belonging that values different perspectives.

Great Rewards: We offer compensation and benefits built to enhance your physical well-being, mental and emotional health, and financial future — including market-competitive compensation, a 401K savings plan vested from day one with a 6% match, performance and recognition-based incentives, tuition assistance, mental healthcare, fertility and adoption assistance, and the GEICO Flex program offering up to four weeks of remote work per year.

A Note on Applications

We encourage you to apply even if you don't believe you meet every single qualification listed. Strong candidates rarely check every box — and research consistently shows that people from underrepresented groups are more likely to hold back when they're not a perfect match on paper. If this role sounds like work you'd be excited to do, we want to hear from you.

GEICO is an equal opportunity employer. GEICO does not discriminate based on race, color, religion, sex (including pregnancy, sexual orientation, and gender identity), national origin, age, disability, genetic information, veteran status, or any other characteristic protected by applicable law.

Annual Salary

$195,000.00 - $315,000.00

The above annual salary range is a general guideline. Multiple factors are taken into consideration to arrive at the final hourly rate/ annual salary to be offered to the selected candidate. Factors include, but are not limited to, the scope and responsibilities of the role, the selected candidate’s work experience, education and training, the work location as well as market and business considerations.

At this time, GEICO will not sponsor a new applicant for employment authorization for this position.

The GEICO Pledge:

Great Company: Protecting customers through life’s twists and turns with innovation and integrity.

Great Careers:Personalized development programs, mentorship, and certification assistance.

Great Culture:Inclusive and collaborative culture rooted in shared success.

Great Rewards:Competitive pay, benefits, and flexibility to support your well-being and future.

The equal employment opportunity policy of the GEICO Companies provides for a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled.

GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants.